Event marketing

Lowe’s taps Genesco to handle NFL sponsorship

My wife asked me why I was writing a newsletter when it was apparently my third day of vacation. Do you think the reason is:

  1. I’m a news junkie and just can’t get enough juice.
  2. I had plenty of good stuff left in my notebook after four days of running around the MLB All-Star Game in Los Angeles.

It may be a bit of each.

“There are two types of people: those who do the work and those who take credit for it.” — Indira Ghandi

Genesco Sports has quietly prevailed in one of the most contested sports agency reviews of the year, as the company will now provide Lowe’s expensive NFL league sponsorship. Originally signed in 2019, sponsorship was provided by 160over90 of Endeavour.

Many non-conflicting agency heavyweights were competing in this “beauty contest,” and while every pre-COVID memory is a little fuzzy, I remember Genesco finishing just behind the bidding winner. original to imagine and activate the “official” of the NFL. home improvement retail sponsor.

Sources tell me that Genesco is serving its new client with a mix of new and existing employees in its Charlotte office, which won’t be far from Lowe’s headquarters in Mooresville, North Carolina.

It’s a pivotal year for Lowe’s NFL marketing platform, as that original rights deal is set to expire after the upcoming season. Lowe’s joins a Genesco roster filled with NFL leagues and team sponsors, including Anheuser-Busch InBev, Campbell’s Soup, Cigna, Little Caesars, Frito-Lay (PepsiCo) and Sleep Number. This deep roster could provide fertile ground for possible cross-promotions.

As is often the case, there has been a turnover of marketing staff at the client since the agency’s initial selection. Lowe’s chief marketing officer, Jocelyn Wong, left, and former Taco Bell chief brand officer, Marisa Thalberg, came on board as executive vice president and chief brand and marketing officer.

Drew Brees is among current and former NFL players used by Lowe’s

The MLBPA hosted more than 2,000 potential and current business associates during All-Star Week at its “Players House” across from LA Live, where MLB Players Inc. General Manager Evan Kaplan noted that despite COVID, his organization has a third consecutive record. year.

Kaplan attributes this success to the continued growth of the collectible card, video game and, more recently, NFT categories. “These are really strong, while the apparel market is still struggling with production and the supply chain.”

They are the usual suspects in terms of player sales – Aaron Judge, Mike Trout and Shohei Ohtani. But the precise order of this trio varies slightly depending on the calendar and product category.

Sponsors activated on-site at the MLBPA’s continued hosting venue included Fanatics, Sorare, Sony, Hyperice and Topps. “We all see coming storm clouds with inflation and possibly recession,” Kaplan said, “but business is good.”


There was a time when I described New Balance as the Volvo of athletic shoes, back when it boasted that it was “approved by no one”. But now the brand has hundreds of MLB players under contract, as well as team deals with the Red Sox and Mets.

So, he takes the next logical step with an MLB license that will allow him to show off his endorsers in uniform. Brand ambassadors already include Mets SS Francisco Lindor and Astros 2B Jose Altuve. The brand launched a full line earlier this month called The Lindor Collection.

“They have a huge amount of players under contract (about 20% of MLB) and they want to get closer to the game and tell their story,” said MLB CRO Noah Garden, adding that he expects New Balance begins to use its new rights. at or just before the playoffs.

My colleague David Broughton cites data from iSpot.tv as showing that $2.51 million of the $11.1 million spent by New Balance on all television commercials over the past year was spent on national MLB programming (compared to 45% for the NBA). The brand only spent $44,000 on baseball TV shows in the previous 12 months (July 2020-July 2021).

Francisco Lindor is one of the star faces of New Balance Baseball

As she nears the end of her first year as MLB CMO, Karin Timpone has reconfigured the league’s marketing team inside and outside of her NYC headquarters. His goal ? Better communication between them and with the fans.

“We’ve built a better infrastructure to connect all the dots,” she said. Agency and internal work on segmentation, brand architecture and positioning is also underway.

Also in the “skunkworks” phase is an MLB frequency/loyalty program, which won’t be enacted until next season at the earliest. “It won’t be old school,” promised Timpone, who once ran Marriott’s frequency/loyalty program.

“We are looking at behaviors and incentives for the next generation of fans. … We look at examples from other industries. Perhaps there is an app that encourages you to participate in each All-Star event and gives you bonus content to enjoy it more fully. We’re less interested in points in a bank and more interested in moving casual fans further down the funnel…which could mean an interesting onboarding for sponsors.


  • Several senior All-Star Game baseball sources have said MLB is close to finalizing a CBD sponsorship. “Weeks away,” said one marketer. The main question is whether a CBD brand will appear on the helmet ads MLB hopes to sell for the 2022 playoffs.
  • The Red Sox and MassMutual have agreed to terms on a 10-year pact for about $17 million a year, with performance kicks for the team that could bump it up to $20 million. dollars. Subsequently, the team ended their agreement with insurance brand John Hancock after around 30 years together.
  • Fidelis Care has extended its agreement with NYCFC as the official health insurance sponsor of the MLS club.